Power Up - Marketing and Selling for Greater Success

Learn how to respond to the detours in the selling process

I have created a game in my selling workbook for my training seminars, it is called The Detour Game.  The idea came to me when after a preplanned sales call, at which I arrived early only to find out that the president of the company I was calling on had not arrived yet.  I assured the receptionist that was not a problem and I would wait since I was a few minutes early.  After 10 minutes and the guy still did not arrive the receptionist tried to reach him on his cell phone.  No connection.  She apologized for is delay but I assured her that it was fine and maybe some family issue had come up and I would call him later and reschedule.

Doesn't that happen to all sales people - we dot all the "i"s but things come up to delay the sale.  How do we respond?

What do we do when we call and get the message, "She is out sick."  Or, "He is in a meeting and cannot be disturbed."   "Yes, she did have your appointment in her calendar but she had a last minute meeting out of town." 

Do we get enraged or energized to find a new way to get with the decision maker?  We need to keep a positive perspective and not take a change in plans as a personal affront.  We need to convey a positive reason for the person to reschedule our meeting and to not cancel it.  We need to realize it is not their purpose in life to meet with us but for them to find solutions to their challenges on the job. 

How can we solve their problems?  This is what needs to be conveyed to re-schedule our appointments, be they phone calls or meetings.  A positive perspective generates results.

Competitive difference

All salespeople know that it is essential to not be a commodity - you have to standout from your competition and be able to distinguish your product from others the prospect is considering.  When it gets down to very small differences in product qualities, and your price becomes the issue, you must remember the customer service side of the purchase.  Who will the customer turn to when there is a question?  Who will be there to answer questions about how to install the machine correctly?  How to maintain the machine?  How to expedite service turnaround for maximizing product usage?  How to locate ancillary products for the processes needed by the customer?

Customer service is essential - don't under value it!

Cut prices or ...?

In these tough economic times do manufacturing companies need to cut prices to get people to "Buy American" made products?

  

This profound and timely question was asked of me the other day. 

 

We are in a period of economic uncertainty and too many with knee jerk reactions - and short term thinking, would say "cut your prices!"  This is not the answer. 

 

The real response is what does the customer need in terms of product quality, service support, excellent price, and are they going to need an on-going relationship to solve long-term needs?

 

Domestic manufacturers have a decided advantage over lower cost oversears manufacturers in relationship building, service support, and on-time delivery of quality products at a great price.  Lowest price - maybe not.  Best deal for the customer - yes, when the entire purchase is considered: quality, cost, service, and long-term support.

 

The challenge that too many manufacturers have is that they have not had to market their products in the distant past - they just had to build a damn good mouse trap - and they did.  Times have changed and manufacturers must market more professionally, agressively, and consistently.

 

This does not mean a new brochure that sits on their shelves or have a handfull mailed to current customers and friends.  Full-court marketing is needed by manufacturers: Websites that have impact! Sales efforts that are personal and meaningful! On-going communications with customers and prospects!

 

It is worth the time and effort to conduct an in-depth self-assessment of marketing efforts and the return on that investment.

 

Until marketing becomes a serious on-going activity with manufacturers, the issues of price and overseas competition will always have them on the defense - which is not the way to win the game!